[Research Contribution] The Role of Environmental Tax Awareness in Replacing Plastic Bags in Vietnam
9 March, 2026
Keywords: Environmental tax awareness, green consumption, environmental protection tax, plastic bag replacement behavior, public policy, consumer behavior
The Environmental Protection Tax (EPT) on plastic bags has been implemented in Vietnam with the expectation of becoming a behavioral modification tool, encouraging consumers to shift towards more environmentally friendly options. However, in reality, the degree of change in consumer behavior under the impact of this tax instrument remains unclear, raising questions about the policy’s steering effectiveness. Approaching the issue from a behavioral perspective, a study by the University of Economics Ho Chi Minh City (UEH) analyzed the role of environmental tax awareness in promoting plastic bag replacement behavior in Vietnam, while offering policy implications to enhance the effectiveness of the tax instrument in efforts to reduce plastic waste and towards sustainable development.
Environmental Tax: Policy Expectations and Consumer Realities
In the context of the global ecological crisis and pressure to achieve the Sustainable Development Goals (SDGs), controlling plastic waste pollution has become an urgent requirement for many countries, including Vietnam. The EPT on plastic bags has been implemented in Vietnam since 2012 based on the “polluter pays” principle. Theoretically, taxing environmentally harmful products increases their price, thereby encouraging consumers to reduce usage and switch to alternatives such as cloth bags, paper bags, or biodegradable bags.
However, after more than a decade of implementation, plastic bag consumption in Vietnam remains high, indicating a significant gap between policy expectations and actual consumer behavior. Previous analyses have primarily focused on tax rates and policy implementation effectiveness, while not fully assessing the role of policy awareness in consumer decision-making processes. This gap necessitates considering environmental tax not only as a financial tool but also as a psycho-social factor capable of shaping behavior.
Tax Awareness – An Overlooked Factor in Policy Evaluation
Previous policy evaluations have often explained the ineffectiveness of the EPT by reasons such as insufficient tax rates or limited tax collection at small-scale establishments. However, these analyses rarely considered the factor of consumer awareness. In reality, a policy only truly takes effect when it is recognized and correctly understood. When the public is unaware of the tax’s existence, or does not clearly understand its environmental protection purpose, the policy signal becomes nearly “invisible” in the consumer decision-making process. Conversely, when there is a clear awareness that the tax paid is linked to environmental responsibility, consumers tend to form more positive attitudes toward green consumption and proactively change their behavior.
From Intention to Behavior: Bridging the Gap in Green Consumption
To comprehensively explain consumers’ plastic bag replacement behavior, the study developed an integrated testing model, combining the factor of environmental tax awareness with existing behavioral analysis frameworks. Firstly, the study drew upon the Theory of Planned Behavior (TPB), one of the most commonly used socio-psychological models to explain green consumer behavior. According to TPB, behavior is formed through three core factors: individual attitude, subjective norms, and perceived behavioral control. However, traditional models like TPB primarily focus on consumers’ internal psychological motivations, while not fully considering the role of external policy signals, especially environmental tax policy. To address this gap, the study incorporated the environmental tax awareness factor into the analytical model, viewing it as a behavior-modifying signal capable of influencing green consumption intentions.
Furthermore, the study integrated the MOA (Motivation – Opportunity – Ability) framework to clarify the “gap” from intention to actual behavior. According to the MOA framework, motivation is a necessary but insufficient condition; behavior only occurs when consumers simultaneously have appropriate opportunities (availability, convenience of alternatives at points of sale) and the ability to perform (financial capacity, knowledge, and ease of use).
Based on empirical surveys and PLS-SEM analysis, the research results showed that: (i) the foundational factors of TPB all positively impact green consumption intentions, with attitude being the strongest influencing factor; (ii) awareness of environmental tax has a direct, positive, and statistically significant impact on the intention to replace plastic bags, although the effect size is modest; and (iii) the translation of intention into actual behavior strongly depends on the two factors “opportunity” and “ability”. These findings indicate that environmental tax is only truly effective when supported by appropriate market conditions and a green consumption ecosystem.
Policy Implications: When Tax Becomes a Driver of Green Consumption
The research results show that environmental tax awareness positively impacts the intention to replace plastic bags, although the influence level remains modest. This confirms that tax is not only a financial tool but also a “policy signal” capable of shaping behavior. However, the analyses also indicate that no single solution is sufficient to create sustainable change. For the EPT to be effective, a synchronized strategy is needed that simultaneously impacts three aspects: policy awareness, psychological motivation, and the practical conditions of behavior.
Firstly, regarding communication, the EPT needs to be designed and conveyed as a “psychological signal” in daily consumption contexts. Specifically, regulatory agencies can coordinate with the retail system to implement visual messaging at checkout counters, while also making transparent the use of tax revenues for specific environmental programs to strengthen public trust and acceptance.
Next, from a behavioral intervention perspective, policies should be communicated in a way that highlights the benefits and feasibility of green consumption choices, rather than primarily focusing on warning about the environmental harm of plastic bags. When green consumption is conveyed as a behavior demonstrating social responsibility and personal initiative, consumers tend to form more positive attitudes towards replacing plastic bags. Additionally, subsidy measures or price stabilization for alternative products (such as bio-bags, paper bags) could help reduce financial barriers and enhance perceived behavioral control, thereby facilitating the translation of intention into actual behavior.
Finally, to narrow the intention-behavior gap, it is necessary to simultaneously improve implementation conditions and consumers’ ability to perform the behavior. Managers should encourage changes in procedures at points of sale, specifically requiring staff to ask customers before providing plastic bags – creating a pause for consideration. Furthermore, standardizing the labeling system for environmentally friendly products in a clear and understandable way will help consumers feel more confident when making choices.
In summary, only when the tax is seen, correctly understood, and supported by appropriate market conditions will consumers simultaneously have the motivation, ability, and favorable conditions to transition from intention to actual green consumption behavior.
Author Group: Dr. Tran Trung Kien, Assoc. Prof. Diep Gia Luat, M.A. Pham Thi Ngoc Dung – University of Economics Ho Chi Minh City
This article is part of the UEH Research and Applied Knowledge Dissemination Series, carrying the message “Research Contribution For All,” conducted by UEH. UEH cordially invites readers to stay tuned for the next edition of UEH Research Insights.
News and image: Author, UEH Department of Communications and Partnerships Voice: Thanh Kieu
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